Jo Malone London has introduced a new AI-powered digital experience that helps customers explore and identify fragrances that suit their preferences, aiming to make online discovery clearer and inspire greater confidence among shoppers.
The Scent Adviser combines AI with the brand’s fragrance expertise and consumer insights to support customers in navigating online fragrance selection through a more personalised and engaging experience.
Now available online in the US and UK, the platform allows customers to describe the type of scent they are seeking, either for themselves or as a gift.
Using Google’s Gemini and the Vertex AI platform, it interprets natural language responses and matches them to Jo Malone London’s fragrance attributes to provide tailored, expert-informed recommendations.
Jo Dancey, Global Brand President at Jo Malone London, said: "We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence. With the launch of our AI Scent Adviser, we’re strengthening the way consumers explore scents, bringing the Jo Malone spirit of curiosity and creativity to online fragrance discovery.
"This smart adviser lets people describe in their own words what they’re drawn to and translates that into meaningful, tailored scent recommendations. It’s designed to feel like having one of our fragrance experts at your side, wherever you are."
The launch represents the latest development in The Estée Lauder-owned brand’s focus on digital innovation and personalised experiences, following initiatives such as the Scent Layering tool and the TikTok fragrance filter.
Brian Franz, Chief Technology, Data & Analytics Officer at The Estée Lauder Companies, said: "This innovation marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences.
"It reimagines what personalised digital experiences can feel like while unlocking deeper insights into our consumers and their preferences. By powering AI-driven innovation, we're bringing to market products and experiences that truly resonate with our consumers."
